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#263: Revisit Your Marketing Collateral

Posted By Mark Haas CMC FIMC, Wednesday, March 17, 2010
Updated: Wednesday, March 17, 2010
Over the years I have developed a great collection of white papers, blogs and feature articles. I consider these timeless advice and descriptions of my services but I am wondering whether they need to be updated.

After even a few years, you should review your collateral to see if it is dated. As much as you are proud of your work, business practices, technology and consulting approaches evolve. Even if your service is the same high quality as it always has been, and your clients are still satisfied, managers will evaluate the relevance of your services in terms of how it relates to those of your competitors (who will make sure their services are "up to date").

Tip: Perhaps more than anything else, it is terminology that must be reviewed. Imagine a client who is approached by a consultant offering to provide TQM (Total Quality Management) or ADP (Automated Data Processing) services. These are extreme examples of terms that stopped being used decades ago. In some cases, updating the nomenclature is not enough and the entire concept of the piece may need to be revised.

© 2010 Institute of Management Consultants USA

Tags:  communication  customer understanding  intellectual property  marketing  presentations  product development  sales 

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